Ph.D., Florida State University
MBA, Jacksonville University
B.S., Marketing, Florida State University
Frontline service transactions
Customer satisfaction
Service employees
Michael (“Mike”) Brady is Assistant Provost at Florida State University and the Bob Sasser Professor of Marketing in the Dr. Persis E. Rockwood School of Marketing at FSU's College of Business. He is also an affiliated faculty member or honorary professor at six universities around the world and a Fellow of the Responsible Research in Business & Management (RRBM) association.
Brady’s primary research interest lies at the intersection of customers and employees in frontline service transactions. He has published articles in many top scholarly journals, including the Journal of Marketing, Journal of Consumer Research, Journal of Service Research, Journal of Retailing, Journal of the Academy of Marketing Science, European Journal of Marketing, International Journal of Research in Marketing, and many other outlets. His research articles have been cited over 35,000 times to date, his 2000 article in the Journal of Retailing is one of the most downloaded articles of all time in Science Direct, and his 2001 article in the Journal of Marketing was ranked the fifth most influential article for future research in service marketing.
His work has also been covered in the popular press, such as MSNBC, U.S. News, the Chicago Tribune, CNN and Tampa Bay Times. He has won numerous awards, including the Christopher Lovelock Career Contributions to the Service Discipline Award, the SERVSIG best article award, the M. Wayne Delozier, Robert Johnston, and Steven J. Shaw research awards, the Academy of Marketing Science and University outstanding teacher awards, the inaugural College of Business Distinguished Teacher award, outstanding reviewer and Area Editor awards, the University graduate student mentoring award, and the William R. Jones award.
Brady is the incoming Vice President of Publications for the American Marketing Association (AMA), past chairperson of the AMA Board of Directors, former president of the AMA Academic Council, and Area Editor for the Journal of Marketing and Journal of the Academy of Marketing Science. He is the current Faculty Athletics Representative at Florida State and a past Editor-in-Chief of the Journal of Service Research.
Andrew E. Wilson, Michael D. Giebelhausen, and Michael K. Brady (2017), “Negative Word of Mouth Can Be a Positive for Consumers Connected to the Brand,” Journal of the Academy of Marketing Science, 45 (4), 534-547.
Stacey G. Robinson, Michael K. Brady, Katherine N. Lemon, and Michael D. Giebelhausen (2016), “Less of This One? I'll Take It: New Insights on the Influence of Shelf-Based Scarcity,” International Journal of Research in Marketing, 33 (4), 961-965.
Peter R. Darke, Michael K. Brady, Ray L. Benedicktus, and Andrew E. Wilson (2016), “Feeling Close from Afar: Effects of Psychological Distance in Offsetting Distrust in Unfamiliar Online Retailers,” Journal of Retailing, 92 (3), 287-299.
Clay M. Voorhees, Michael K. Brady, Roger Calantone, and Edward Ramirez (2016), “Discriminant Validity Testing in Marketing: An Analysis, Causes for Concern, and Proposed Remedies,” Journal of the Academy of Marketing Science, 44 (1), 119-134.
Kelly O. Cowart and Michael K. Brady (2014), “Pleasantly Plump: Offsetting Negative Obesity Stereotypes for Frontline Service Employees,” Journal of Retailing, 90 (3), 365-378.
Michael Giebelhausen, Stacey G. Robinson, Nancy J. Sirianni, and Michael K. Brady (2014), "Touch vs. Tech: When Technology Functions as a Barrier or a Benefit to Service Encounters," Journal of Marketing, 78 (4), 113-124.
Sara Leroi-Werelds, Sandra Streukens, Michael K. Brady, and Gilbert Swinnen (2014), "Assessing the Value of Commonly Used Methods for Measuring Customer Value: A Multi-Setting Empirical Study," Journal of the Academy of Marketing Science, 42 (4), 430-451.
Michael K. Brady, Clay M. Voorhees, and Michael J. Brusco (2012), "Service Sweethearting: Its Antecedents and Customer Consequences," Journal of Marketing, 76 (2), 81-98.
Ray L. Benedicktus, Michael K. Brady, Peter R. Darke, and Clay M. Voorhees (2010), "Conveying Trustworthiness to Online Consumers: Reactions to Consensus, Physical Store Presence, Brand Familiarity, and Generalized Suspicion," Journal of Retailing, 86 (4), 310-323.
Janet McColl-Kennedy, Paul G. Patterson, Amy K. Smith, and Michael K. Brady (2009), "Customer Rage Episodes: Emotions, Expressions and Behaviors," Journal of Retailing, 85 (2), 222-237.
Michael K. Brady, J. Joseph Cronin Jr., Gavin L. Fox, and Michelle L. Roehm (2008), "Strategies to Offset Performance Failures: The Role of Brand Equity," Journal of Retailing, 84 (June), 151-164.
Michelle L. Roehm and Michael K. Brady (2007), "Consumer Responses to Performance Failures by High-Equity Brands," Journal of Consumer Research, 34 (December), 537-545.
Michael K. Brady and J. Joseph Cronin, Jr. (2001), "Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach," Journal of Marketing, 65 (July) 34-49.
Mike is originally from Jacksonville, Florida. He and his wife, MJ, have two children, Jack and Mary Kate. Mike played four years of baseball at Florida State and then played several years of professional baseball in the Los Angeles Dodgers organization. His father, Jim Brady, is the former president of Jacksonville University and played in the major leagues for the Detroit Tigers.
- Christopher Lovelock Career Contributions to the Service Discipline Award
- FSU College of Business Distinguished (Lifetime) Teaching Award
- Robert Johnston Outstanding Paper Award
- SERVSIG Best Services Article Award
- University Online Teaching Award, Florida State University, 2014-2015
- The Academy of Marketing Science Outstanding Teacher Award
- University Teaching Award, Florida State University
- University Graduate Student Mentoring Award, Florida State University
- William R. Jones Award for Mentoring Minority Doctoral Students
